PT  - JOURNAL ARTICLE
AU  - Jean Brechman
AU  - Steven Bellman
AU  - Jennifer A. Robinson
AU  - Amy Rask
AU  - Duane Varan
TI  - Limited-Interruption Advertising In Digital-Video Content
AID  - 10.2501/JAR-2016-001
DP  - 2016 Feb 12
TA  - Journal of Advertising Research
PG  - JAR-2016-001
4099  - http://www.journalofadvertisingresearch.com/content/early/2016/02/10/JAR-2016-001.short
4100  - http://www.journalofadvertisingresearch.com/content/early/2016/02/10/JAR-2016-001.full
AB  - Digital video is growing rapidly, offering new opportunities and formats for television advertising. One of these new formats is “limited-interruption” advertising, in which each midroll advertising break during a video features just one commercial. Advertisers can pay a premium to repeat the same advertisement in each limited-interruption break. This study provides empirical guidance to advertisers by quantifying the positive and negative effects of repeated limited interruption.